Abstract
This research identified viable target markets at two national parks in South Africa, using market segmentation based on motives to travel to the parks during the flower season. We surveyed international, domestic, and local wildflower-viewing visitors and labeled three distinct clusters based on their level of interest in the event:appreciators,observers,andadmirers. Our results show that such clustering is a useful research tool for producing a clear visitor profile. It enabled us to provide strategic insights for managing wildflower viewing, and similar natural events, according to the preferences of specific market segments.
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